The word archetype comes from Greek and means model or example. You’ve probably heard it used to categorize people, behaviors, or ideas. According to Carl Jung, the founder of archetype theory, humans need such models to better understand the world around them. Archetypes are part of the collective unconscious, which makes them a powerful tool not only in psychology but also in cultural studies and, of course, marketing.

You may already guess how archetypes relate to brand identity. Before we discuss their importance, let’s look at the 12 main brand archetypes and see if you can recognize your business in one or more of them.

The Innocent

This archetype represents goodness, loyalty, and safety. It’s associated with morality and pure intentions. On the downside, it can sometimes appear naive or overly simple.

Examples: Coca-Cola, Dove

The Hero

Symbolizing courage, strength, and determination, the Hero brand seeks to make the world a better place. However, it can sometimes come across as too dominant or self-righteous.

Examples: Nike, BMW

The Everyman

Human, relatable, and down-to-earth, this archetype connects easily with others and evokes a sense of belonging. Its weakness is that it can lack distinctiveness.

Examples: eBay, IKEA

The Caregiver

Nurturing, compassionate, and protective, this brand serves others with empathy. The risk is that its generosity may be taken for granted.

Examples: UNICEF, Johnson & Johnson

The Creator

Creative, visionary, and value-driven, the Creator seeks to bring ideas to life. However, it can sometimes struggle with practicality and perfectionism.

Examples: Lego, Apple

The Explorer

Curious and independent, the Explorer values freedom and discovery, though it can sometimes seem detached or nonconforming.

Examples: Red Bull, The North Face

The Rebel

This archetype breaks rules and challenges the status quo. It drives change but can also polarize audiences.

Examples: Harley-Davidson, Dr. Martens

The Lover

Sensual, passionate, and romantic, the Lover appeals to emotion and beauty, though it can sometimes appear unrealistic or overly sentimental.

Examples: Victoria’s Secret, Godiva

The Magician

Imaginative, visionary, and inspiring, the Magician brings transformation and wonder. To some, it’s enchanting; to others, it may seem risky or unpredictable.

Examples: Disney, TEDx

The Ruler

Confident, authoritative, and structured, the Ruler archetype embodies leadership and control. Yet it can also appear rigid or overly dominant.

Examples: Microsoft, Hugo Boss

The Jester

Playful, humorous, and light-hearted, the Jester brings joy and authenticity. Still, its carefree nature can sometimes come across as unprofessional.

Examples: Old Spice, Skittles

The Sage

Wise, knowledgeable, and thoughtful, the Sage seeks truth and understanding. However, it can sometimes appear distant or overly analytical.

Examples: BBC, Google

Which Archetype Fits Your Brand?

Chances are, your brand aligns with at least one of these archetypes, though some overlap is also common. What’s important is recognizing that brand archetypes are essential for building a strong and relatable identity. They humanize your brand, make it more recognizable, and help establish long-term trust with your audience.